The longleaf pine ecosystem is one of the most biologically diverse in North America, supporting hundreds of plant and animal species. Because of its timber and many non-timber benefits, there is strong interest among forestry professionals, conservation groups, and the public at large in restoring longleaf pine ecosystems. However, many landowners are reluctant to grow longleaf pine on their lands on a commercial basis because the economic returns from longleaf pine timber production are usually less than those of slash pine. In this study, we develop a model that determines the profitability of longleaf and slash pine timber production after consideration of carbon sequestration, habitat for the endangered red-cockaded woodpecker, and other amenity benefits. Results suggest that internalizing carbon sequestration benefits and red-cockaded woodpecker habitat benefits alone is not enough for landowners to switch from slash pine to longleaf. Additional payments of $16 to 33 per ha per year, reflecting extra amenity benefits associated with longleaf pine relative to slash pine, make longleaf production financially competitive. Incentives that reflact carbon, biodiversity, and amenity benefits associated with longleaf production may be the optimal way of restoring longleaf pine ecosystems on rural private lands in the US South. © 2002 Elsevier Science B.V. All rights reserved.